This is a Coca-Cola branded collector's watch featuring dial artwork drawn from the company's 1940s wartime advertising campaign — specifically the famous "Take Off Refreshed" illustration, originally published in 1940 and widely run through the WWII years.
The original ad shows a fighter pilot in full flight gear — leather flying helmet, goggles pushed up on the forehead, oxygen mask hardware at the jaw — tilting his head back to drink an ice-cold bottle of Coca-Cola, with the tagline "Your thirst takes wings when you treat it to ice-cold Coca-Cola." It was part of Coca-Cola's broader WWII-era marketing push, which leaned heavily on military and home front imagery (soldiers, sailors, pilots) to position the drink as a taste of home and a small comfort during wartime — a strategy that also cemented Coca-Cola's association with American troops abroad.
This watch dial features a close, cropped rendition of that same pilot artwork, with the case's red second hand sweeping across the dial in a way that echoes the bottle-to-mouth motion of the original ad. The Coca-Cola script logo sits at the bottom of the dial in classic white-on-red styling. Case is gold-tone with a stitched genuine leather strap.
Condition notes (please review photos carefully): The dial artwork shows visible wear/degradation — some areas of the printed image have flaked or discolored with age, giving it a mottled, vintage patina rather than a crisp reproduction. The case shows light surface wear consistent with age and use. New battery, Sold as a collector's piece — please zoom in on all photos before bidding/buying, as they are part of the item description.
A great addition to any Coca-Cola advertising memorabilia collection, or for collectors of vintage/WWII-era pilot and aviation imagery.